Social Awareness Contradiction
I never actually knew that Axe and Dove were of the same 'parent' company until now, but now that I do know, it's so weird to think that Dove's campaign is to promote the natural beauty of women, while Axe is all about how guys can get any girl that they want if they just use Axe.I think that the Dove campaign for real beauty is something we need in a society full of superficial ideas on how a person should look like. It helps boost confidence in girls who feel like they don't fit the standard of what the media portrays as 'beautiful'.
On the other hand, Axe promotes that superficial image of a 'beautiful' person that's portrayed in the media, which, of course, totally opposes Dove's campaign. The Axe Effect just makes me think, 'who is really dumb enough to fall for this and buy their product'? I mean, just because a man smells like chocolate, doesn't mean a bunch of girls will go 'gaga' over him.
Overall, I think that Unilever should stick to values/beliefs that are relatively the same. Personally, I think that they should stick with Dove because it portrays a positive message, rather than a negative one, especially in this society.
posted by Camela @ 1:54 PM
3 Comments:
I don't think it should be that big of a deal. Axe is obviously just kidding around, and I'd probably buy their stuff if it didn't smell so bad. I get what Dove is doing, and why it's important, but commericals like the Axe ones are to stupid to be taken seriously, so I don't think it's that big of a problem.
Well I think its wrong for a parent company to be hippacritical and have sub companies believe in two very different things. Being a faithful consumer of Axe products I hardly doubt that girls will start chasing you, but I purchase it because of the quality. Dove should continue their campaign and try to make Axe's campaign be similar to Dove's. Axe doesn't smell by the way, you clearly don't put on deodarant. JOKES.
When a parent company has two children companies with different views, one good reason for this is because the parent company (Unilever) is only concerned on making money. I am not saying that it is their reason for having two companies with different views. There may be some other reasons and I respect them for that.
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